[Case Study] Steve Madden: Reinventing the In-Store Experience

November 8, 2016

From a factory in Queens, NY, Steve Madden has revolutionized the shoe industry, merging years of experience with unique and creative designs. Inspired by rock and roll and his New York roots, his vision to provide on-trend women and men with an outlet to express their individuality is innovative, daring, and inspiring.

As a part of the expression of their brand’s individuality, Steve Madden showcased music videos in their retail locations, and over time the experience varied from store to store. They partnered with PlayNetwork to help them revitalize their in-store music experience and provide consistency from location to location.

PlayNetwork’s music and video team dove into the brand to develop a new content strategy and make over the brand’s media experience. Drawing on the core customer demographic of young women ages 16–25, PlayNetwork updated the brand’s content with representative artists of a funky, independent sound and implemented a network protocol for consistent delivery to all their locations.

  • Consistency across locations. By implementing a systems design plan, PlayNetwork was able to provide Steve Madden with a consistent and scalable audio-visual system across all locations.
  • Refreshed music and video content. PlayNetwork spent time with the Steve Madden team learning about both their brand and their core customer demographic, in order to capture the funky, independent sound that Steve Madden is known for.
  • Customer and employee engagement. Based on the rave reviews from the initial program, the experience has been extended to engage customers and employees alike. Now, Steve Madden employees and customers are able to request content that they would like to see in-store.

The experience is a music video platform in step with the fashion-forward brand that expresses their creative identity and has invigorated the brand with customers and employees.

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